英語商標中的文化內涵_商務英語論文
文檔分類: 商務英語 文檔上傳會員:別給我糖吃 上傳時間:2017-11-27
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摘? 要

隨著經濟全球化和中國加入世貿組織,在產品銷售過程中,好的商標名稱以及國際化的商標名稱,廣告的推廣發揮著重要作用。商標和廣告語是一種特殊的語言符號,是商品顯著特征的濃縮,是商品文化重要部分,是企業參與國際競爭的有力武器。它既是標識,又是誘餌,最終是招攬顧客,出售商品;更是一種策略,它不僅可以提高商品的知名度更可以一定范圍和程度上加快商品的推廣,好的商標及廣告語翻譯可以給企業帶來巨大的財富。研究如何更好的體現英語商標及廣告語中的文化內涵是必要而且緊迫的任務,在市場環境國際化的大背景下,恰當美好的廣告語言,尤其是面向不同語言,不同文化的消費者時如何準確,貼切的宣傳自己的商品,更是十分重要,從而商標及其廣告語的研究對幫助企業占領國內外市場,提高銷售額和保護知識產權有著重大意義。

關鍵詞:商標及廣告語;品牌推廣;文化差異
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Abstract

With economic globalization and China's accession to the WTO, people gradually realize in the sales process, a good brand name as well as an international brand name, advertising plays an important role in the promotion. Trademarks and advertising language is a special language symbol, is a significant feature of concentrated products, is an important part of commodity culture, and is a powerful weapon enterprises use to participate in international competition. It is an identity, but also a bait, and ultimately attract customers, sell merchandise; This is a strategy, not only can increase the visibility of goods also must have the scope and extent, must speed up the promotion of goods, while the translation of trademarks and slogans can expand the linguistic research space, enrich the connotation of linguistics. Promote the theory and practical application of the language combination. Trademark as a person's name and slogan reflects a person's inner self. Good trademark and advertising language translation can give companies a huge wealth. To study how to better reflect the English language in trademark and advertising cultural connotation is necessary and urgent task. In a market environment, international background, proper good advertising language, especially for different languages, different cultures consumers How accurate and appropriate to promote their own products, it is very important in order to study its trademark slogan of helping companies dominate the domestic and foreign markets, increase sales and protect intellectual property rights is of great significance.

Key words:English trademarks and slogans; branding;cultural differences

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